Spiele Max
- Company typePrivate
- Founded1990
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
Spiele Max firmographics
Firmographics- Name
- Spiele Max
- Legal name
- ETAIL VENTURES INTERNATIONAL LIMITED
- Website
- https://spielemax.de
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Spiele Max industry classification
Industry- Product category
- Toy and Children's Goods Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912), General Merchandise Retailers (455)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Retail-Family Clothing Stores (5651), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Toys, Games & Kids Store-in-Store (CRAGAHAI)
- akta.pro secondary industries
- Outdoor & Ride-On Toys Retail (CRALAFAC), Kids’ & Baby Apparel Retail (CRAAABAD)
Keywords
Where Spiele Max is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Spiele Max business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Retail: Spiele Max generates revenue through direct online retail sales of toys, children's clothing, and home accessories to consumers in Germany. Products are sold at various price points with free shipping over €50.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Spiele Max product offering
Product offeringCore offering
Spiele Max operates an online store (spielemax.de) that sells toys (including branded lines such as LEGO, PLAYMOBIL, and Funko Pop), children's books, baby and children's clothing for ages 0–14, outdoor play equipment, and home accessories. The company also runs a third-party marketplace section where marketplace partners list and sell products alongside Spiele Max's own inventory. Following a January 2025 brand relaunch under license with Etail Ventures International Limited, the offering is online-only and ships within Germany.
Product overview
Spiele Max is a German online-only retailer specializing in toys, children's clothing, and home accessories for families. The core offering centers on toys (Spielzeug) including LEGO, PLAYMOBIL, Funko Pop, plush toys, books, outdoor equipment, and board games, complemented by children's clothing (Baby & Kinderbekleidung) for ages 0-14 and home accessories (Wohnaccessoires). The company operates a marketplace model where third-party partners sell alongside first-party inventory. Following a January 2025 brand relaunch under Etail Ventures International licensing, Spiele Max returned as a pure online brand after 32 years of brick-and-mortar operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Toys (Spielzeug) Core toy category offering vehicles, construction toys, dolls, outdoor equipment, electronic toys, puzzles, board games, plush toys, and related play items for children. Sold online to families in Germany through the Spiele Max e-commerce website.
- LEGO Extensive range of LEGO construction sets including LEGO Minifigures, LEGO Icons, LEGO Minecraft, LEGO Speed Champions, LEGO Classic, LEGO Ninjago, LEGO Super Heroes, LEGO Disney, LEGO Star Wars, LEGO Harry Potter, LEGO Technic, LEGO Creator, LEGO Friends, LEGO City, and LEGO Duplo, sold to families in Germany through spielemax.de.
- PLAYMOBIL PLAYMOBIL construction play sets and figures for imaginative play, sold to families in Germany through spielemax.de.
- Funko Pop Collectible Funko Pop vinyl figures featuring popular characters from entertainment franchises, sold to families and collectors in Germany through spielemax.de with special promotions such as 'buy 4, get 2 free'.
- Books (Bücher) Over 650 books for all ages, from first picture books to youth novels, including educational books, activity books, sticker books, sound books, and manga, sold to families in Germany through spielemax.de.
- Baby & Kinderbekleidung (Children's Clothing) Baby and children's clothing for boys and girls aged 0–14 years, including bodysuits, leggings, joggers, pajamas, t-shirts, dresses, hoodies, swimwear, shoes, socks, and accessories, sold to families in Germany through spielemax.de.
- Wohnaccessoires (Home Accessories) Home and living products including bathroom accessories, bed linens, curtains, mirrors, picture frames, cushions, blankets, rugs, candles, clocks, and decorative items, sold to families and households in Germany through spielemax.de.
- Outdoor Equipment Outdoor toys and equipment including bicycles, trampolines, slides, pools, sandboxes, water toys, roller skates, scooters, Nerf blasters, and play centers, sold to families in Germany through spielemax.de.
Companies that use Spiele Max
Customer profileSegments1 record
Ideal customer profiles1 record
Spiele Max technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Spiele Max partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Etail Ventures International LimitedcoreEtail Ventures International Limited operates Spiele Max under a brand license agreement. The company is registered in England (company number 15984357) and manages the online retail operations of the iconic German toy and children's goods brand. The entity is not a successor to the former Spiele Max Einzelhandels GmbH & Co. KG.
Scale indicators3 records
Recent moves12 records
Expansion highlights4 records
Spiele Max competitors and assessment
Company assessmentDirect peers
- myToys (myToys.de): German online specialty retailer for toys, children's clothing, and baby products; the closest direct competitor to Spiele Max in the German DACH family-shopper segment with overlapping category breadth and marketplace dynamics.
- BabyOne: German specialty retailer focused on baby and children's products including toys, clothing, and accessories; directly comparable to Spiele Max's baby/kids category depth and family-shopper positioning.
Emerging players
- HABA: German manufacturer and retailer of wooden toys, games, and children's furniture; comparable because Spiele Max's kids' furniture and board game lines overlap with HABA's premium family-product positioning.
- LEGO Shop (LEGO.de): Direct-to-consumer LEGO brand storefront in Germany carrying the same LEGO sub-ranges (Minifigures, Star Wars, Technic, Duplo) that anchor Spiele Max's catalog; comparable because LEGO is a core traffic driver for both.
Regional players
- Vedes: European (German-headquartered) toy specialist retailer and wholesale group; comparable as a multi-brand German toy retailer serving family shoppers with overlapping branded-toy assortment.
- Smyk: Polish children's specialty retailer that previously owned Spiele Max (2010-2018) and operates a comparable toys-plus-kids-products model across Central Europe; relevant as a historical owner and category peer.
Broad incumbents
- Otto: Major German multi-category online retailer with broad toy, kids', and home assortments; competes directly for the family household buyer Spiele Max targets.
- Smyths Toys: Pan-European toy and family-entertainment retailer with both physical superstores and a growing online channel; competes with Spiele Max on licensed toy brands (LEGO, PLAYMOBIL) and family gifting occasions across Germany.
- Toys 'R' Us: Global toy specialty retailer that originally inspired Spiele Max's founding (per company history); remains a category-defining competitor in toys, with global e-commerce presence and overlapping licensed-toy assortment.
- Amazon Germany (Amazon.de): Dominant German online general marketplace carrying the full range of toys, kids' apparel, books, and home accessories that Spiele Max offers; structurally the most important pricing and logistics competitor in the German market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Spiele Max social profiles
Digital presenceSpiele Max compliance and trust
Trust signalCompliance4 records
Spiele Max financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spiele Max leadership team
Management profileNumber of profiles
Profiles2 records
Spiele Max funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spiele Max M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Spiele Max
What does Spiele Max do?
Spiele Max operates an online store (spielemax.de) that sells toys (including branded lines such as LEGO, PLAYMOBIL, and Funko Pop), children's books, baby and children's clothing for ages 0–14, outdoor play equipment, and home accessories. The company also runs a third-party marketplace section where marketplace partners list and sell products alongside Spiele Max's own inventory. Following a January 2025 brand relaunch under license with Etail Ventures International Limited, the offering is online-only and ships within Germany.
Is Spiele Max a public or private company?
Spiele Max is a private company. It is classified as corporate owned and is currently operating.
When was Spiele Max founded?
Spiele Max was founded in 1990. It employs 11 to 50 people.
Where is Spiele Max based?
Spiele Max is headquartered in Berlin, Germany, in the Europe region.
How does Spiele Max make money?
One revenue line is on record: E-commerce Retail.
Who are Spiele Max's main competitors?
Direct peers on record are myToys (myToys.de) and BabyOne. Emerging players are HABA and LEGO Shop (LEGO.de). Regional players are Vedes and Smyk. Broad incumbents are Otto, Smyths Toys, Toys 'R' Us and Amazon Germany (Amazon.de).
Does Spiele Max have an API?
No public API is recorded for Spiele Max.
What industry is Spiele Max in?
Spiele Max's product category is Toy and Children's Goods Retail. Its primary akta.pro industry code is CRAGAHAI, Toys, Games & Kids Store-in-Store, with a secondary code of CRALAFAC, Outdoor & Ride-On Toys Retail. Its NAICS code is 45912 and its SIC code is 5945.